• D&AD Awards 2018
    Extended Deadline 28 Feb
  • Extended Deadline
  • 28 February
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Outdoor Advertising that Messes with the System

Outdoor Advertising is more than just posters. Context and form can be played with to produce a powerful and surprising result. These outdoor advertising examples from the D&AD Awards show just what lengths brands can go to to get the audience to pay attention. At D&AD there's a sub-category for this called Enhanced Posters, or you might prefer to call it Posters that Mess with the System. Take a look at our picks of the best inspirational poster examples to find out more. 

The Legends Return

AwardIn Book / Outdoor Advertising / Poster Advertising - Enhanced Posters / 2014
Agency: McCann Copenhagen
Client: Universal Music Denmark, Black Sabbath

The brief was to launch Black Sabbath's ‘13’, the band's first new album in decades. On a limited budget, McCann Copenhagen came up with a creative solution that would bring the legendary band back from the wilderness. Knowing that the target audience was cross-generational, they had to find a solution that would appeal to a wide demographic. With a series of handcrafted posters, they dug their way through layers of music history and resurrected the legends. The idea highlights the longevity of the band, proving that great music always survives.

Outdoor Advertising that Messes With the System

Have A Br Have A

AwardIn Book / Outdoor Advertising / Poster Advertising – Enhanced Posters / 2014
Agency: JWT London
Client: Nestle

Part of the long running 'Have A Break, Have A Kit Kat campaign', this ad works without even showing the brand explicitly. JWT London used the iconic slogan, giving it an ironic twist with their poster design that implies the person putting the billboard up has quit work early to enjoy a Kit Kat.

Outdoor Advertising that Messes With the System Kit-Kat

The IKEA RGB Billboard

AwardIn Book / Outdoor Advertising / Poster Advertising - Enhanced Posters / 2014
Agency: thjnk
Client: IKEA Germany

Whether you’re working in interior design or advertising, having limited space demands clever solutions. Despite the small surface area of the billboard, thjnk were able to come up with a striking and distinctive design that packs information together stylishly. Using three lines, three colours and three light bulbs, they made a billboard that is capable of showing a series of different phrases. When it’s illuminated by green light, only the text printed in magenta is readable. Blue-purple light makes yellow visible. Red light reveals blue. thjnk effectively turned a nine m² surface area into a 27 m² one.


Outdoor Advertising that Messes With the System
Outdoor Advertising that Messes With the System

Free Flyknit

AwardIn Book / Outdoor Advertising / Poster Advertising/Enhanced Posters / 2014
Agency: Wieden+Kennedy Shanghai
Client: Nike

Nike’s revolutionary ‘Free Flyknit Running Shoe’ combines the second-skin fit of Flyknit construction with the flexibility of Nike Free. Nike wanted to give the product a spectacular launch that would build a certain level of anticipation around the release. To introduce it to consumers in China, Wieden+Kennedy Shanghai took over a prominent billboard in Shanghai, presenting a live-action installation piece that showed the sock-like Free Flyknit being woven together on a bare foot, thread by thread. The installation was undertaken over a ten day period by four professionals, kitted out in the latest Nike gear.


Watch how Nike's Flyknit Installation Came to Life

Life Signs

AwardYellow Pencil / Outdoor Advertising / Ambient / 2014
Agency: Ogilvy & Mather Buenos Aires
Client: La Voz del Interior

Car accidents are the number one cause of death in the entire Argentine province of Córdoba. Traffic signs are there, but people don’t seem to notice them. ‘La Voz del Interior’ is Córdoba's most popular newspaper and its aim was to help develop the public’s understanding of this issue. Ogilvy & Mather's solution was simple: they created traffic signs that would be impossible to ignore.


Outdoor Advertising that Messes With the System

See La Voz del Interior's Unmissable Signs Campaign Film

If you think you have a campaign that deserves a Pencil, enter your work into the D&AD Awards and see if our judges agree. When it comes to awards, nothing matters more.

For more creative inspiration and the opportunity to get up close and personal with the world’s best design and advertising, join us at D&AD Festival.

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